What are foundations of a CRM program?
a. Sales force automation and customer service
b. Marketing and promotion
c. Customer service and email marketing
d. All of these are correct.
Question 2If the null hypothesis of no differences across groups is true,
a. total variation should be equal to between-group variation.
b. between-group variation should be equal to within-group variation.
c. within-group variation should be equal to total variation.
d. Both a and b are correct.
e. a, b, and c are correct.
Question 3The CRM process:
a. is driven by customer information.
b. makes segmentation obsolete.
c. is useful only for outbound marketing programs.
d. allows for a one-size-fits-all approach to digital marketing.
Question 4In ANOVA, a ____ allows a researcher to examine simultaneously the effects of two or more independent variables.
a. cross tabulation
b. scatter diagram
c. correlation coefficient
d. factorial design
e. coefficient of determination
Question 5________ is one of the elements of the Peppers and Rogers CRM model.
a. Analysis
b. Differentiation
c. Involvement
d. All of these are correct.
Question 6In ANOVA, the independent variables are typically called
a. treatments.
b. factors.
c. F-statistics.
d. causal variables.
e. tabulations.
Question 7________ is NOT a way in which relationship marketing differs from transactional marketing.
a. Networked organizations instead of hierarchical organizations
b. Long term focus instead of short term perspective
c. Customer dialog instead of isolated marketing research projects
d. Focus on the consumer instead of focus on the product
Question 8A gas station wants to compare a group of consumers' overall perceptions of service with overall perceptions of service for a nearby competitor. This situation calls for the use of
a. a paired sample t-test for means.
b. analysis of variance (ANOVA).
c. regression analysis.
d. an independent samples t-test for means.
e. correlation analysis.
Question 9Among the arguments for the importance of customer retention are:
a. it costs at least seven times as much to acquire a new customer as it does to retain an existing one.
b. a satisfied customer does not talk about the firm and product.
c. reducing customer defections will increase sales, but not necessarily profits.
d. retaining customers reduces the need for marketing.
Question 10A gum manufacturer wants to determine whether blue packaging or red packaging is preferred. The company performs a sales test by introducing red packages into a random sample of ten stores, and blue packages are introduced in an independent, random sample of ten stores. The technique most appropriate for analyzing the data is
a. a paired sample t-test for means.
b. the Spearman rank-order correlation analysis.
c. regression analysis.
d. an independent samples t-test for means.
e. correlation analysis.
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